LOS ANGELES -- In anticipation of the release of Columbia Pictures' and Sony Pictures Animation's “The Smurfs,” set to open in theaters July 29, Gourmet Trading Co. is bringing the iconic characters to their packages of California and Oregon blueberries.

Labels featuring the Smurfs will also include a code for a gift-with-purchase offer.

Customers who purchase the blueberries may visit a custom web site where they can enter their code to see if they will receive either a free $5 movie ticket upgrade to see “The Smurfs” or a Smurfs virtual skin for their computer, while supplies last.

"The whole world is going to be thinking Smurfy blue as they anticipate the movie, and with this promotion, they'll be thinking blueberry, too," Julia Inestroza, marketing director for Gourmet Trading Co., said in a May 26 press release. "We're thrilled to be partnering with Columbia Pictures and Sony Pictures Animation to bring the Smurfs to our blueberries and give our customers the opportunity to receive a $5 movie ticket upgrade to see ‘The Smurfs’ in theaters."

Mary Goss Robino, senior vice president at Global Marketing Partnerships for Sony Pictures, added in the release, "This promotion is a fresh, fun and healthy tie-in -- and considering that the Smurfs love smurfberries, which just happen to be blue, it's a natural."

“The Smurfs” label will be on 4.4-ounce, 6-ounce, 12-ounce, 18-ounce and 2-pound packages and will be distributed throughout the United States through Aug. 6.

The Smurfs make their first 3D trip to the big screen in Columbia Pictures/Sony Pictures Animation's hybrid live-action and animated family comedy, “The Smurfs.” When the evil wizard Gargamel chases the Smurfs out of their village, through a magical portal and into our world, they land in the middle of New York's Central Park. Just three apples high and stuck in the Big Apple, the Smurfs must find a way to get back to their village before Gargamel tracks them down.